Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation. In this paper (by Katia Pallini & Kristof De Wulf) we aim to simplify the world of marketing in three main Brand Religions beyond the classic Kotler-ian thinking. You will discover the core beliefs behind each of these Brand Religions and, together with relevant case study examples, find out how to track the different performance metrics that go hand in hand with these models.